Manchester-based fashion retailer Boohoo said on Friday it will go ahead with its rebranding to Debenhams Group — despite a special resolution to approve the move not achieving the required support from shareholders.

At its general meeting, 62.o4% of shareholders voted in favour of the name change, short of the minimum 75% required for approval, while 39.96% voted against the move.

Boohoo said its largest shareholder Frasers group voted against the resolution.

The Manchester firm said: “Boohoo group plc announces the result of today’s general meeting relating to the proposed change of the corporate name of its Jersey ultimate holding company from Boohoo group plc to Debenhams Group plc.

“The group has already rebranded to Debenhams Group as announced on the 11 March 2025 …

“The board welcomes the support of the majority of shareholders who voted, and followed the recommendations of the investor advisory services, Institutional Shareholders Services (ISS) and Glass, Lewis & Co.

“It is no surprise to the board that Frasers, a major competitor of the group, has voted against the resolution, and continues to act in its own self-interest.

“Whilst the resolution was not passed, we continue forward as Debenhams Group. Concurrent with the new strategy, the company’s stock market TIDM will become ‘DEBS’ from 8:00am on Monday 31 March 2025.”

Boohoo/Debenhams CEO Dan Finley said: “Debenhams is back, and we continue to move forward as Debenhams Group.

“The successful turnaround of Debenhams is the blueprint for the turnaround of the wider group.

“Our best days are ahead of us and I am excited for our future.”